At MasterBrand, I led the full UX lifecycle for an enterprise portal consolidating 25 legacy portals into one unified experience. The platform combined KPI dashboards, centralized vendor services, and a conversational AI assistant that helped users find documents, invoices, HR resources, and company information through natural-language interactions. My work spanned research, conversational flows, prototyping, testing, and delivery.
UX Strategy & Creative/Product Design Lead
Building a National B2B Portal & Vendor Experience from the Ground Up
UX Strategy · 0→1 Product Design · Global Enterprise UX · B2B Commerce · UX Research · Design Systems · Conversational UX · Accessibility
MasterBrand — Unified Enterprise Portal
The Challenge
Through acquisitions, MasterBrand had accumulated approximately 25 separate legacy portals, creating a fragmented experience for employees and third-party vendors. Users needed a simpler way to access company services, business information, invoices, HR documents, and other resources without navigating multiple disconnected systems.
My Role
I led the end-to-end UX/UI strategy and product design, managing a UX Designer and UI Designer while remaining hands-on throughout the project. I partnered closely with Product, Engineering, and Development, contributing directly to research, information architecture, user journeys, conversational flows, wireframes, prototypes, testing, and design delivery.
The Solution
We designed a single scalable enterprise portal capable of bringing the acquired-company experiences together under one digital ecosystem. The experience included a personalized dashboard with KPIs, centralized services for third-party vendors, and streamlined access to company resources.
A key component was a conversational AI assistant that provided an alternative to traditional navigation. Users could ask for documents, invoices, HR resources, and other company information through natural-language interactions, allowing the experience to guide them toward the appropriate information or service.
The Outcome
The solution established a unified digital front door for MasterBrand, designed to replace approximately 25 fragmented portal experiences with one centralized platform. It simplified access to information and services while combining traditional navigation with conversational AI, creating a foundation that could scale as additional acquired companies and services were integrated.
My Contribution
UX Strategy & Leadership · UX Research · Information Architecture · Journey & User Flows · Conversational Design · AI Experience Design · Wireframing & Prototyping · Usability Testing · Design Leadership · Cross-Functional Product Delivery
